Predicting color preferences.

The importance of color in our daily lives cannot be underestimated. Different colors affect our thoughts and emotions in different ways, and many have certain religious or cultural meanings associated with them (see "Coatings Xperience," page 44, June 2007). And because color plays such an important role in the purchasing process, manufacturers of consumer goods, automobiles, and, of course, paints and coatings wish to know in advance which colors will be in demand in coming years.

BASF, DuPont, and PPG Industries all publish color trend forecasts to help their customers--particularly those in the automotive sector--plan for future production operations. The task is not an easy one. New paint formulations for automotive applications must undergo extensive testing that can take up to three years before commercialization is possible. Predicting color preferences that far in advance is a challenge.

Teams of researchers at each company evaluate trends in colors and materials in numerous different market segments including interior design, fashion, textiles, product design, furniture, contract and consumer markets, architectural coatings, cosmetics, and packaging. Regional and geographical influences are taken into account, as is consideration of developing technologies. Socio-cultural developments and inter-cultural comparisons must be weighed as well, since coating manufacturers and their customers often operate on a global basis.

The investment in time and resources spent evaluating color trends is worth it for both the coatings producers and auto makers: a DuPont commissioned poll of U.S. consumers determined that as many as 40% of car buyers are willing to switch brands if their initially preferred model is not available in the desired color. Accurately predicting future color preferences enables coatings producers to develop appropriate color palettes for their automotive customers, which is obviously crucial to consumer sales.

The increasing availability of new technologies that expand the range of achievable color effects only underscores the importance of understanding consumer expectations and deciphering future trends in color preferences. Nanoparticles and aluminum and other metal-based flake technologies are making it possible to develop much more complex colors that respond differently under varying lighting conditions.

In their most recent color trend reports (BASF Coatings' Color Trend Forecast, DuPont Automotive's 2006 Color Popularity Report, and PPG's 2006 Color Popularity Survey), all three coatings producers noted that silver remained the number one choice of car buyers around the world. Other neutral colors--black, white, and gray--continued to be popular as well.

Silver's seven-year hold on the top position is slipping as traditional colors such as blue and red are beginning to receive more attention. In addition, a broader range of tones--blue, green, gold, and brown in particular--are being added to silver coatings to provide a more complex color with subtle undertone tints.

Even though blue and red will be increasing their share, silver is expected to remain a top color choice, because it defines character highlights and features on the exterior of a vehicle better than a darker color, according to Jane E. Harrington, manager, color styling, automotive coatings for PPG.

The shift to warmer tones reflects a larger trend in the automotive market, as consumers are increasingly looking to make their vehicles more personalized. Car makers have responded with special packages and smaller volume vehicles that make customization easier. Customers will also find it possible to express their individuality through color as access to a broader palette of mixed shades that combine multiple colors and a wider selection of metallic colors grows.

In its recent evaluation, BASF Coatings found a growing interest in new shades of white with special effect pigments, added hues for shimmer, and special finishes that provide interesting textures. "Texture is an important influence for color, from the very smooth finish of a liquid metal appearance to a matte low-gloss look that could be soft or rough to the touch," notes Holly Steward, color designer for BASF Coatings North America. According to BASF color stylist Michaela Finkenzeller, the growing interest in white reflects the ongoing search for new values. "White stands for a focus on the essential and also is associated with something special and exclusive," she explains.

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PPG also expects consumer interest in natural colors--copper, bronze, and browns with special effect pigments and metallic looks, as well as nature-inspired greens--to increase over the next several years. This trend will be a continuation of the growing interest consumers have begun to express in many market segments for hand-crafted, authentic products. "The increased awareness of our environment will also highlight the colors of nature--the green and brown shades of the forest and glen, and the blue hues found in lakes, streams, and oceans," adds Steward.

DuPont's 2006 report identified a growing convergence in global color preferences, with tastes harmonizing around the world. Even so, there are still cultural and taste differences in large and growing markets such as Asia, according to Karen Surcina, color marketing and technology manager with DuPont Automotive Systems. "It is important in these emerging markets to take note of the diverse consumer expectations and develop a broad range of coatings that will satisfy them," she notes.

Whether coatings companies are considering the colors for cars in Asia or North America, they all recognize the importance of predicting as accurately as possible consumer preferences. "Color is one of the first things someone notices about a vehicle," states Harrington. "It redefines the shape and styling of a car and brings it to life."

While she is talking specifically about cars, you could apply that statement to almost any product or material item, as color affects our perception of nearly all things.